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Parature Integration Made Easy
Web Self-Service: the go-to channel for service interactions
According to Forrester, 2015 marked a momentous change for customer service. Why you ask? Because for the first time ever, customer usage of web self-service surpassed the voice channel (you can read the Forrester article here). For those of us who’ve been in the Customer Service domain for a long time, we’ve always assumed that voice interactions are, and will continue to be, the primary interaction channels that customers will use to resolve issues. Clearly, according to Forrester’s survey, this is no longer the case. Whether or not you agree with the survey findings, it’s clear that customers are demanding the ability to resolve their issues on their terms and their channel of choice and organizations are responding.
We’re seeing this same trend across our customer base as organizations large and small, across Financial Services, Manufacturing, Consumer goods and Insurance, deploy Parature, from Microsoft for customer self-service, knowledge management and employee enablement. And with good reason – the ROI of decreased costs through higher call deflection, increased self-service adoption, ability to easily integrate mobile, social, chat and other channels while actually improving customer satisfaction is very compelling indeed.
Maintaining a complete view of the customer
The challenge, until recently, has been the ability to easily integrate Parature with Dynamics CRM to ensure a consistent and synchronized view across CRM and Parature. Common integration scenario’s requested by our customers include:
• Syncing products, customers and accounts between CRM into Parature,
• ensuring Parature is updated whenever changes to CRM entities occurs such as new accounts, contacts, products and so forth.
• incorporating online interactions into cases and contacts, dashboards and reports and delivering complete customer 360 views with all interaction history across all channels.
Previously this could only be achieved using a combination of custom development, workflows and queries.
New integration methods
Below is an example of a commonly requested integration where customers want to see chats from Parature integrated into CRM with the ability to see chat transcripts for complete history. This is particularly useful for CRM users who don’t typically use Parature but need visibility to customer interactions such as Sales and Account Managers.
Another common integration scenario is bulk loading Products, accounts and other entities into Parature from CRM – this is especially important for new Parature implementations to ensure reporting, knowledge article usage analysis and customer SLA management are consistent with CRM entities.
Along with SSIS integration, another method we’ve enabled is using web services within CRM. The screenshot below shows how chats may be integrated into CRM forms through CRM Web Services calls into Parature for real-time updates. This can be bi-directional and for any entity exposed by the API.
I certainly count myself as one who much prefers self-service rather than calling and it’s clear that our customers are seeing the same preference across their customers as well. The integration options now available to us, gives them the ability to deliver complete, contextual and proactive self-service experiences across all their interaction channels.